anchoring and views
DESCRIPTION
Anchoring and ViewsTRANSCRIPT
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*
* e-mail: [email protected]
e-mail: [email protected]
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Chaiken & Eagly, 1983Greppi, 2006; Sharon, 1976Greppi, April 24, 20061992199019941999
2001200320002003Lerbinger, 1997; Stocker, 19972003
1. 2.
imageImitate
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Boorstin, 19642001Burgoon, 197819991994
Nimmo & Savsge, 1976199620031978
1952 Sig Mickelson anchormanWalter Cornkite CBS Walter Cornkite 1994
20001994
2003199419941988
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Herschel, 1973Poniewozik, 20062003199419941988
human languageStuart, 19832003199419941988Bourgoon1978Bourgoon1978
Stuart, 1983200319941988
Greppi, 2006; Robertson, 2001; Stuart, 198320031994199419961988
20031984199419941988
Greppi, 2006199419961996
1988
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30 1996
2004
Davis1992
Higgins Snyder19892002
status-conferral functionKrans & Daves, 1976
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Markham196720041959-1964
20002003
2004 2003 Sanders1971
Berlo Lemert 197019851989
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19841984Epstein, 1973; Herschel, 1974; Matusow, 1985Sanders & Pritchett, 1971Herschel1974(1)(2)(3)(4)
19841994
1. 2.
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Wimmer& Domini, 19931995
3 45
TVBS (1) (2) (3)
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TVBS Stuart198320031984199419961994
TVBS A
1 2 3
4 5 6 7 8
B
9 10 11
12 13 14
15 16
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Fishbein Ajzen1975
1 2
Likert Scale
7 1
45 2005 4 11 18 135 135 100.0% 81 60.0% 54 40% 135 18-29 86 63.7% 76 56.3%82 60.7% 39 28.9% 14 10.4% 1-5 5-10 53 39.3%1-10 49 36.3%
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81 60.0 54 40.0
1829 86 63.7 3039 18 13.3 4049 15 11.1 5059 15 11.1
60 1 0.7 76 56.3 4 3.0
1 0.7 2 1.5 4 3.0 33 24.4 8 5.9
7 5.2 39 28.9 82 60.7
14 10.4
0 0.0 0 0.0
29 21.5 64 47.4
29 21.5 10 7.4
3 2.2 0 0.0
9 6.7 49 36.3
53 39.3 19 14.1
5 3.7
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(1)
(2)
(1)
(2)
(1)
(2)
(3)
Subjective probabilityFishbein & Ajzen, 1975Fishbein & Ajzen, 1975
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Cronbachs alpha 0.9380 Cronbachs alpha 0.8970 0.9409 0.90 0.80
Cronbachs
0.9380
0.8970 0.8655 0.8957
0.9404 0.8987
0.9015 0.8651 0.8353
F8.740p.000
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F
4.79 (0.86)
4.29 (1.04)
5.07 (0.76)
2 8.74***
*p0.05; **p0.01; ***p0.001
Scheffe
5.07 4.29 4.79
Post Hoc
0.4986* 0.1885 -0.2792 0.1885 -0.4986* 0.1885 -0.7778* 0.1885 0.2792 0.1885 0.7778* 0.1885
*p0.05
F
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73
9.53 p .000
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Post Hoc
0.7200* 0.2289 -0.2400 0.2289 -0.7200* 0.2289 -0.9600* 0.2289 0.2400 0.2289
0.9600* 0.2289 0.32222 0.15467 -0.20278 0.15467 -0.32222 0.15467 -0.52500* 0.15467 0.20278 0.15467
0.52500* 0.15467 0.4444 0.2443 -0.4444 0.2443 -0.4444 0.2443 -0.8889* 0.2443 0.4444 0.2443
0.8889* 0.2443 0.6370* 0.2531 -0.1926 0.2531 -0.6370* 0.2531 -0.8296* 0.2531 0.1926 0.2531
0.8296* 0.2531 0.7222* 0.2515 -0.5556 0.2515 -0.7222* 0.2515 -1.2778* 0.2515 0.5556 0.2515
1.2778* 0.2515
*p0.05; **p0.01; ***p0.001
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Sanders et al., 1971 Sanders 1971
2001
20042004 77.2% 18.2% 4.6%
Kenski 1996 1993 1994 Kenski, 20012004
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20022005Denton, 1993: 382000infotainmentHabermas, 1989: 170-171; McNair, 1999Hall, 2004; Underwood & Stamm, 1992: 305-306Underwood & Stamm, 1992McManus, 1995: 184-196McManus, 1994; Robertson, 2001; Shepard, 2001
Pearsons r
0.71p.000.001
10 Pearsons r 0.59 0.67p
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Pearsons r 0.380.610.580.64 0.61p .001
0.706*** 0.59***
0.38*** 0.61*** 0.67***
0.58*** 0.64*** 0.61***
*p0.05; **p0.01; ***p0.001
Epstein, 1973; Herschel, 1974; Matusow, 198519941989
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TVBS 2003 20
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79
2003
2002
1995 Wimmer,
R. D. & Domini, J. R. [1993]. Research on Mass Media. Wadsworth Publishing 2001 11 19 52
2005 5 22 http://www.esouth.org/sccid/south/south 20011119.htm
1984
1999 2003
199263: 69-77 2005 5 17 A13 1999 CTV 19941994
1(2): 97-129 1990 2001
1996
2000
2004 3 12 SEE
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182005 7 2 http://www.fubon.org/ FubonAdmin/epaper_show2.asp?epaper_no=18
20022005 7 2 http://www.media watch.org.tw/list.html
2003 12 5 C1
1994 1994 1996196:
149-178 1996 1978 1989
1985
2000
76: 22-43 2000 2004)
2000 1988
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Impact of Newspaper News Reports on Image of TV News Anchors
Ya-Ching Lee & Yi-Shun Song *
ABSTRACT
This study investigates effects of newspaper reporting TV news anchors love life on anchor images, and effects of anchor images on audiences intention to watch TV news with experimental methods. The results show that positive news and negative news can enhance anchor images more than neutral news. In addition, there is a positive association between images and audiences intention to watch TV news.
Keywords: media, news anchors image, audiences intention of TV news watching behavior
* Institute of Communications Management National Sun Yat-Sen University, e-mail:
[email protected]. Assitant Professor
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